Nespresso is opening three new pop up boutiques in Sydney which will sell select machines and the full range of Nespresso Grand Crus coffee capsules.
Located in Westfield Miranda, Sydney Airport’s T2 Domestic Terminal and Castle Towers in Castle Hill, the temporary boutiques are designed to improve accessibility for club members and trial potential permanent locations.
The three sites have been selected by Nespresso based on how many club members live in that area, the presence of other premium retailers, and customer traffic in the centres.
“The pop up boutiques will increase the accessibility of our coffee experience for club members who live in these areas or who are travelling via the airport,” said Loïc Réthoré, general manager, Australia & Oceania.
Nespresso has two permanent boutiques in Brisbane, three apiece in Sydney and Melbourne, and one in Canberra, Adelaide and Perth.
“We receive great feedback from club members regarding their boutique experiences, however, we wanted to come up with a more innovative retail format that would help us test the demand in retail locations where we didn’t have a presence until now. If they prove popular, we will consider opening other pop up boutiques in other locations in future,” Réthoré said.
Club members will be able to recycle capsules at the pop up stores, and complimentary coffee tastings will be on offer to create demand for Nespresso products.
“These boutiques are primarily located in capital city centres. By expanding our footprint through the pop up boutiques, we will be able to bring that experience to more people. We see it as a way to build club member loyalty, which has been critical to Nespresso’s success in recent years,” Réthoré said.